We’re Not Really Strangers: the emotional resource in content marketing

Paulina Soini and Ignacio Pagliano

SAP Netnography, 2023

Abstract: The main purpose of this investigation was to understand why the social media users connect each other by using the content made on Tik Tok and Instagram, by the brandWe’re Not Really Strangers, sharing their posts. We took for sample 20 posts, 10 from Tik Tok and 10 from Instagram, having consideration of the clues that made their viralization. After having this information, we proceed to the creation of an analysis chart. The results showed that they used the emotional advertising resource to create their post and then the invitation to spread them.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cwf:netart:net202316

DOI: 10.62486/net202316

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